Digital publishing technologies help brands tap into mobile consumers

New Delhi, India, January 23, 2013: Increased consumer interest in using shopping applications means retailers must adapt to meet the rising expectations for specialized mobile shopping experiences, according to researchreleased today by Adobe Systems Incorporated. The U.S. study, 2013 Digital Publishing Report: Retail Apps & Buying Habits reveals insights on perceptions and attitudes toward mobile shopping using retail apps and browsers, providing new direction for retailers to develop their digital publishing strategies. The research is based on an online survey with a nationally representative sample of 1,003 consumers who own a smartphone and/or tablet.

The survey results indicate that tablet users (55%) are almost twice as likely as smartphone users (28%) to use their device to purchase products and services. Across both mobile platforms, the use of retail apps and catalogs is increasing – more than half of all mobile shoppers are likely to make a purchase using a shopping app in the next year (56% of smartphone shoppers and 60% of tablet shoppers).

The findings also reveal that retail and catalog apps are rapidly catching up to mobile browsers as a viable shopping channel: nearly half of all mobile shoppers are interested in using apps instead of a mobile browser (45% of tablet shoppers and 49% of smartphone shoppers). Smartphone shoppers cite the slow speed of browsers and the ease of navigation on apps as reasons for their interest in using apps and digital catalogs. Of people who don’t currently shop on mobile devices, one in four intends to use mobile apps to shop in 2013.

Terry Fortescue,Director of Product Marketing, Digital Publishing at Adobe, said, “Our research shows retail apps and catalogs serve different purposes on tablets and smartphones, providing value to the consumer depending on the device they’re using. Using Adobe Digital Publishing Suite, leading companies like Sotheby’s and ASOS are producing tablet and smartphone catalog apps to engage customers with their brands and bring their content to life as shoppers become increasingly mobile.”

Retail Apps & Catalogs Increase Brand Affinity

Retail apps and catalogs provide a platform for retailers to develop deeper connections with their customers. Survey results show 67% of tablet and smartphone shoppers only use apps for their favorite stores. Additionally, 38% of tablet shoppers and 42% of smartphone shoppers responded that app interactions strengthened their connection to the brand, providing a chance for retailers to foster more meaningful relationships with their most valued, repeat customers.

Friends and Social Media Influence Mobile Shopping

When asked what influences their mobile purchasing decisions the most, a significant majority of respondents (88% of tablet shoppers and 87% of smartphone shoppers) named their friends as the primary influence, followed by emails from the retailer, online ads and videos and Facebook. Similarly, respondents share opinions of new apps with their friends in-person (53%), via Facebook (21%) and in email (19%). The data shows that a recommendation from a trusted friend is most valued, which creates the need for social sharing features in retail apps and catalogs – such as sharing products, reviews and news – to be effective in driving purchases and app downloads.

Shoppers Value Function and Overall App Experience

While money-saving offers are the most highly valued app characteristic for all mobile shoppers (52% of tablet shoppers and 67% of smartphone shoppers), tablet shoppers also want interactive images and slideshows (49%) that help them better understand product offerings in a virtual environment. Conversely, smartphone shoppers want the ability to locate physical stores through an app (60%), as well as take advantage of geo-based offers. This demonstrates the distinct roles retail apps and catalogs play for different devices, such as the desire to obtain comprehensive product information on tablets and the considerable potential for smartphone apps to drive in-store purchases.